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News May 11, 2007 @ 12:28pm

Burberry Drops The Checks

gemma burberry copy.jpg
Like a best friend in middle school who’s suddenly pretty, Burberry has decided to dump its partner-in-crime, the signature check.

Business Week reports today that head designer Christopher Bailey has made a definite decision to step away from the plaid, focusing instead on the Burberry Prorsum collection, along with their burgeoning handbag category.

We adored what Burberry put on the runway this season, and their leather totes have certainly sprung into the status category (thanks largely to Kate Moss and Kate Middleton), but still -

Louis Vuitton continues to promote their monogram, and even Gucci’s glaring Gs are stamped on sunglasses, bikinis, and canvas bags.

Can Burberry’s succeed without its aspirational print, even if that print has gone the way of spray tans, Victoria Beckham, and Harvey Knicks hooligans?

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Posted in News and Burberry Prorsum, Gucci, Kate Moss, Louis Vuitton

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Comments

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1

posted by guest

May 11, 2007 12:41PM

they've been doing this for a while now, esp in england where burberry is seen as chavvy and trashy. i think getting rid of it as a logo on regular clothes is fine, but doubt they'll stop lining the jackets with it. the plaid lined coats are such a classic preppy style, at least in the us.

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2

posted by sll

May 11, 2007 12:55PM

God bless Chavs for hi-jacking the check pattern. People don't seem to realize that Paris Hilton is the ultimate Chavette. As luxury becomes more accessible, the lines between luxury, mass market, class and trash are intersecting and mutating making it a fascinating space to watch.

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3

posted by Chels

May 11, 2007 1:10PM

I always thought it was stupid to wear head-to-toe novacheck. I remember seeing someone on CNN wearing a novacheck tie and all I could think of was that you know a trend is dead when old dudes on CNN are wearing them...and that was in 1999 or 2000.

I think the check should go back to what it was -- a lining -- and get off shirts and dresses and ties and hats and watch bands and whatever else. It doesn't expand the brand...it dilutes it.

And I think the same thing about Louis Vuitton. Anytime I see someone with a LV monogram bag, I think it's fake, unless the woman's, like, 100 years old or something.

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4

posted by amm

May 11, 2007 4:00PM

i think it's a great idea. i remember long ago when gucci did the same thing, they stopped using the interlocking gg's on their handbags for while because too many fakes were being made, and popping up on everything you could imagine, much like what Chels mentions above about LV (I think the same thing too!)

then all of the sudden gucci brought the bamboo handle, and the logo back. it looked fresh and new, and you weren't so quick to assume the bag was fake if you saw someone carrying it.

that plaid pattern has been copied everywhere, i saw it at Target once on some headbands!

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5

posted by elle

May 11, 2007 6:07PM

i totally assume that about LV bags too!

the check should stay as a lining. and on scarves.

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6

posted by astrid

May 12, 2007 12:48PM

I also saw the headbands (umbrellas, too!) at Target and was supremely grossed out. I'm hoping this is evidence of trending away from the obvious. in my opinion, fashion should be discreet; Burberry check is anything but.

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7

posted by jaclyn

May 14, 2007 11:50AM

hjfg. but!. my scarf keeps me so warm.
ugh. i don't care. i'm still wearing it in the winter.
so what if i'm not fashionable to "the fashionable."
i'm still the evnvy of a lot of people that don't know better.

and did I mention it's soft and warm?

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